Stellantis Korea expressed its commitment to strengthen the domestic presence of Peugeot with new models that enhance product competitiveness. Bang, the representative of Stellantis Korea, noted during the '2025 New Year press briefing' held on the 11th at the Plant Gallery PH in Gangnam, Seoul, that "I want to make this year a year for Peugeot to restart in the Korean market" and said, "We went through a tough time last year, but from now on, we will make a full-fledged leap."
Recently, as the growth of the imported car market has slowed, Peugeot's underperformance has become more noticeable. According to the Korea Automobile Importers & Distributors Association (KAIDA), Peugeot's annual sales last year recorded 947 units. It is the first time in about 20 years that Peugeot's annual sales fell below 1,000 units since 2005 (922 units).
Stellantis plans to showcase new Peugeot models and hybrid technology this year. Bang stated, "In April, we will launch the 308 with a mild hybrid (MHEV) powertrain, and in the summer, we will introduce the 408. In the second half of the year, we plan to launch the 'New Peugeot 3008,' which has undergone a complete redesign featuring an infotainment system equipped with ChatGPT."
Stellantis Korea plans to enhance Peugeot's presence in the domestic market by integrating the brand's design and technology into culture and art, as the first automobile brand in France. Collaborations with various brands that focus on individual lifestyles and sensory experiences are also anticipated.
The plan is to operate an integrated exhibition hall for the Jeep and Peugeot brands, addressing consumer demand for vehicle services. This year, Peugeot is expected to add one showroom and five service center locations. The dedicated membership program launched last year will also be expanded.
Bang stated, "We plan to increase sales for Jeep and Peugeot by about 25-30% compared to last year," adding, "For Jeep, we plan to launch the pickup truck 'New Gladiator' and a revised model of the Grand Cherokee, an SUV that has not yet been revealed in the global market, within this year." Although there is upward pressure on prices due to rising exchange rates, the goal is to minimize price increases. Vehicles produced in Europe are paid for in euros, while those produced in the U.S. are paid for in dollars, so the cost varies according to the exchange rate of the day.
Stellantis Korea plans to focus on selling existing models for the time being, indicating a pause in electrification (transition to electric vehicle models). Bang noted, "Last year, electric vehicle sales and fires severely impacted Jeep and Peugeot. Even with price reductions, consumers hesitated to purchase electric vehicles, resulting in sales falling short of expectations."